It was probably done completely manually.
In Photoshop or illustrator, set your large word then create additional layers of text to fill in position within. Now delete your large text layer and you're left with hundreds of smaller text layers in the shape of your large text.
What's nice is if it's a PSD (I don't know if this works with illustrator files) then each layer should come in and you can procedurally animate the collection from there.
Angelo Lorenzo
Fallen Empire Digital Production Services - Los Angeles
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